Guerrilla Intelligence Marketing Is Everything

Every action you take has a marketing implication. Each interaction, from the briefest telephone call or unexpected encounter to the most prestigious keynote speech, affects how clients view you and your firm. Whatever you and your staff say and do influences clients' views of your firm. Sensitize everyone in your firm to the importance of personal marketing by emphasizing that their behavior shapes clients' impressions of your firm. As a consultant once remarked, "A black mark from a negative client interaction takes a lot of white paint to cover."

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